Page 53 - EM - Export Magazine Perfumery Edition

R R E E P P O O R R T T

Perfumes are a combination of essential oils and fragrances,
some of the most commonly used ingredients used in the
formulations of perfumes include woods, grasses, resins,
balsams, spices, flowers, leaves, just to name a few. Fragrance
has become an integral part of personal grooming as they help
enhance mood, reduce stress and boost confidence.
When entering the Middle Eastern market, it’s key that brands
look at each individual market to decide where best to focus
time, energy and money to see the biggest growth. With this in
mind, we will now take a look at some of the most interesting
markets, when looking at fragrance, in the Middle East.

SAUDI ARABIA However, fragrance remains a highly competitive area of beauty
and personal care in Saudi Arabia with local brands competing
fiercely with well-known international brands.
As the local economy rebounds from the shock of the pandemic
and consumer confidence revives, Saudi consumers are likely
to become less price sensitive and more indulgent when it
comes to purchasing fragrances and competition is likely to
intensify. Arab people in general are known for their love of
luxurious and exotic fragrances, which will underpin growth in
demand for premium brands.

As one of the prominent markets for cosmetic products in the UAE
Middle East, it’s important for brands to know what trends The UAE boasts of a strong local culture of fragrance and is
prevail in the country. In 2022, revenue in the Saudi Beauty globally renowned for its reputation in the fragrance sector.
& Personal Care market amounted to US$4.64bn and the In fact, Emiratis are amongst the biggest spenders per capita
consumer here spends substantially more on their personal on a global level of premium fragrances and is it common for
appearance, thereby supplementing the growth of the cosmetic them to apply multiple oils and musk to their hair and clothing
and fragrances market. The economic shock of the pandemic before spritzing on a layer of fragrance, with both Arabic oud
led to a significant increase in unemployment and this provoked and western fragrances popular for this final step.
a switch for many shoppers from premium to mass brands. This Transparency across the supply chain and sustainability are
was particularly prominent in fragrances where premium brands likely to be important future themes across fragrance, with
account for the largest share in sales in value terms. However, as consumers becoming increasingly conscious of greenwashing.
the pandemic situation stabilised in 2021, consumer confidence Brands such as Ralph Lauren, with its new unisex fragrance
improved and there was a shift back towards premium options. have focused on sustainability and have excluded the use of
Niche and luxury fragrance have a strong demand in the Saudi sulphated or artificial preservatives in its latest fragrance, Polo
Arabian market due to the increased emphasis on quality and Earth. While fragrances are seeing growth across the entire
personalisation offered by these products. category, supported by the rebound of tourism, the concept of
Arabian Oud continues to lead fragrances and premium unisex fragrances is set to gain further momentum.
fragrance accounts for the bulk of value sales of premium beauty
and personal care in Saudi Arabia. Fragrances are expected to
see growth in the form of the government’s vision 2030 strategy
plan to focus on tourism and to attract 100 million visitors to
the Kingdom by 2030. More women in the workplace boost
disposable income and therefore fuel the demand for fragrances.